ALLIED Feather & Down Announces Relaunch of Exclusive TrackMyDown.com Platform for Consumer Education
At the November Outdoor Retailer show in Denver, the industry-leading down insulation supplier relaunches global education and traceability tool for outdoor brands and consumers.
Montebello, Calif. — (October 30, 2018) ALLIED Feather & Down announces the relaunch of its proprietary TrackMyDown.com website, an educational and supply-chain transparency tool designed to provide consumers with all the information they may need about the down in their jacket or sleeping bag.
The new TrackMyDown.com platform provides a more robust user experience for consumers at the point of purchase and at home. After helping to create the now globally recognized Responsible Down Standard (RDS) within its supply chain in collaboration with The North Face, and gifting it to the Textile Exchange in 2014, ALLIED wanted to take education around down and the global supply chain to the next level.
Track my Down
“TrackMyDown was built as a way to turn the down jacket, sleeping bag, comforter or pillow inside out — allowing access to critical performance parameters and additional information that were never known before. Down has traditionally been a generic ingredient with at best a fill power rating to communicate quality to the consumer,” said Daniel Uretsky, President at ALLIED Feather & Down. “We knew it was necessary to develop a tool that would engage the potential purchaser of a down product to help them make more informed decisions.”
TrackMyDown was originally born in Fall 2015 with five partner brands signing on: Peak Performance, Feathered Friends, Montane, Daniadown, and Merrell. For Fall 2018, there are now approximately 80 global partner brands from the outdoor, lifestyle and fashion industries using the tool, with more than 100 brands on board for Fall 2019 product lines. Partner brands will be able to integrate the revamped tool on their own websites as well.
“Yes, it is incredibly important to know where your down came from in regards to animal welfare, ” said Uretsky. “But there is much, much more that goes into producing high-performing AND sustainable insulation than simply sourcing or fill power. We always saw the RDS and other standards as the foundation for the real work, and now we are able to communicate the complexities and environmental benefits to the consumer directly and through our brand partners at point of purchase.”
The platform has evolved from not only a traceability tool, but to an educational resource for all. Users are visiting more than just the sourcing pages, with 1.8 average page views per visitor and more than a minute and a half on-site, most of which are Down 101 pages that discuss what makes down so unique, sustainable, and what differentiates the various qualities.
“When you see consumers hesitating to purchase down products simply because they are unclear of where it comes from or do not understand how sustainable it can be, we realized it was time to reinvent consumer traceability and education in our industry,” said Uretsky.
ALLIED will be demoing the new experience as it goes live during Outdoor Retailer, November 8-12, 2018, as well as during Outdoor Retailer + Snow Show in January 2019, and ISPO Munich in February.
About ALLIED Feather & Down
Founded in Vernon, Calif. in 1987, ALLIED has been responsibly sourcing and sustainably processing down while simultaneously driving innovation within the insulation market for over 30 years. The family owned and operated business has earned the reputation as the largest, most reliable and most responsible supplier of raw material in the industry. Through the creation of programs such as the Responsible Down Standard (RDS) and Track My Down, ALLIED is committed to safeguarding the welfare of animals while protecting the environment. ALLIED remains a family owned company with facilities worldwide and is proud to produce the highest quality down technologies demanded by the most discerning brands in the outdoor, hospitality and fashion marketplaces. To learn more about ALLIED, please visit http://www.alliedfeather.com/.
For more information and media relations, contact:
Formidable Media
Scott Kaier, Public Relations Director
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